The Getaway sequel to feature Storm and Carling ads

by Joe Lepper,, Brand Republic 03-Nov-04, 08:00

LONDON - Games partnership and in-game advertising specialist Symbiosis Media has secured a placement deal for Storm watches and Carling lager in the sequel to PlayStation2 crime game 'The Getaway'.

'The Getaway: Black Monday', which is launched on November 12, will see advertising from the two brands integrated into the game, which labels itself as providing a photo-realistic replica of the streets of London.

Poster advertising for Carling will be shown in London Underground sequences and, as part of the deal, trailers for the game will also run on Carling's screens on the London Underground.

Storm will also have outdoor and Underground posters on display in the game, with free copies of the game available through the watch brand's website.

Symbiosis Media director Maryam Bazargan said: "We are proud to be working with such high-profile brands on this project. Brands such as Carling and Storm realise a higher number of young men than ever before are spending more time playing games than consuming any other media, so games present a perfect medium for reaching their audience."

The original 'The Getaway', released in 2002, sold more than 3m copies globally. The website to promote the sequel has been built by Randommedia.

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